7 Important Goals for Media (& How to Surpass Them)

by Liz Huff Second Street

Grow Your Email Database

With a low barrier to entry, sweepstakes are the most efficient way to grow your database. The better the prize, the more entries you will receive, so choose a prize that’s valuable enough to entice a wide audience to enter. (Make sure to add an email opt-in to all your engagement campaigns to turn any promotion and interactive content into a tool for database growth.) WPSD-TV’s Food for Friends sweepstakes offered fifteen lucky winners a $250 grocery gift card – this simple sweepstakes drove over 4,500 opt-ins.

Leverage Sweeps to Drive Opt-Ins

Generate Revenue

To reach your revenue goals, it’s crucial to run campaigns that attract advertisers. Pick’ems and brackets are long-running campaigns that offer a ton of exposure for advertisers. Plus, you can leverage exclusive partnerships and VIP pickers to enhance your sponsorship packages and elevate your revenue potential. The State Journal-Register brought in $125,000 in revenue from their Pro Football Pick’em.

Pick'ems Can Bring in Big Revenue

Improve Engagement and Time on Site

Photo contests, pick’ems, and brackets attract participants that make return visits to the page through different stages of the contest. Quizzes get shared over and over again on social, and the outcome page can include a link directing users to other content on your site. The Arizona Republic ran this U.S. Citizenship trivia quiz that’s been taken nearly 80,000 times!

Quizzes Can Help Drive Site Traffic

Increase Ad Impressions and Page Views

Photo contests and galleries keep users clicking through submissions to find and vote for their favorites. With each new click counting as another page view and ad impression, a popular photo gallery can drive tons of great results for your media company. More than 27,000 votes were cast in KRDO annual Fall Colors Photo Contest.

Photo Contests Drive Page Views

Market Your Products and Content

Create engagement campaigns to promote products, events, and even your media site as a whole. The prize of a sweeps could be the product you are marketing, or you could use a codeword sweepstakes to drive traffic to your content.

Quizzes featuring your company are a great way for people to relate to your brand. Why not try a quiz like “Which XYZN News Anchor Are You?,” “Test Your XYN Station Music IQ,” or even “Can You Remember Last Month’s Headlines?” The WSSP-AM Morning Show hosts ran this creative personality quiz featuring themselves as the outcomes! Not only did it get shared on social, but they talked about the quiz on-air with listeners.

Create Quizzes About Your Content

Grow Your Social Following

Harness the power of social media to grow your email database. With each contest you promote on social, you can leverage email opt-ins to pull those users into your database. Not only do quizzes and photo contests often get shared on social, but sweepstakes can actually offer incentives to users who share. The Gift of Magic sweepstakes was incredibly successful on social media and, as a result, led to more than 1,300 opt-ins for the station.

Drive Social with Sweepstakes

Gain Consumer Insights

Citywide ballots generate tons of data as users identify which local businesses they prefer within their community – that presents a trove of information that can be valuable for any company or sponsor in the future. For The Commercial Appeal, their annual metro ballot has brought in nearly 500,000 votes cast by over 9,000 registered users – that means a ton of data about their consumers and their community.

Use Ballots to Generate Data

Quizzes can be used to understand consumer preferences and generate leads. You can include questions about purchase intent, budgeting, and even tastes to improve your consumer data and leverage that data for future advertiser initiatives. When WPSD created this quiz for a furniture company, they were able to use every question to generate data about the consumers.

Home Decor Quiz Shows Users Preferences

Make sure that you’re taking the time to evaluate your goals and choosing the promotions and interactive content that’s best to achieve them. Here’s a quick summary to help you get on the path to success.

What's Your Goal?What Do We Recommend?
Grow Your Email DatabaseSweepstakes (and add an email opt-in to all engagement campaigns)
Generate RevenuePick'ems & Brackets
Improve Engagement & Time on SitePhoto Contests, Quizzes, Polls, & Pick'ems
Increase Ad Impressions & Page ViewsPhoto Contests & Galleries
Market Your Products & ContentSweepstakes and Quizzes
Grow Your Social FollowingSweepstakes, Quizzes, & Photo Contests
Gain Consumer InsightsBallots, Polls, & Quizzes

But don’t be limited by just one single engagement campaign. If you have many goals you’re trying to meet, put together a multi-layered campaign featuring a combination of sweepstakes, quizzes, ballots, or pick’ems – this is a great way to elevate your promotions and interactive content strategy to the next level.

Get your copy of The Sweepstakes Playbook.